Making an ad with an in-your-face social point of view isn’t something many corporations are willing to bet on. There was a certain amount of doubt at Nike when the advertising department showed the Kaepernick “Just Do It” 30th anniversary TV ad to CEO Mark Parker and Knight. “Parker looked at it and went, ‘Gulp.’ And they said, ‘Well, here’s the deal. If we’re going to get this in time for the campaign, you’ve got 24 hours,’” Knight recalls.